Word-of-mouth remains one of the most effective methods to draw new patients to your dental practice. These days, word of mouth can be generated from a face-to-face conversation, messaging online, or reading someone’s post on social media praising their dentist. Even when they receive a recommendation from someone they know, prospective patients are likely to search for your practice online and read any reviews they find. To maximize the influence of your word of mouth, you want to persuade your patients to post positive reviews online in addition to making personal referrals. Not sure how? We will explain how in this article.
Why is word of mouth so effective?
Certain practices and principles govern human thought and behavior. One of them is that people are more likely to believe something they overhear than they are something they hear directly from you. It is a natural human instinct to credit indirect information. This explains the phenomenon of gossip.
You need a word-of-mouth strategy
There are three key components of establishing effective word of mouth: thought, planning, and effort. Gather the members of your team and ask them what sets your practice apart from the competition? What is unique about your patient experience? How do you prepare for a patient’s arrival? Do you greet each patient by name and make them feel welcome? This can be tough during a hectic day, but it’s made easier by reviewing the schedule in advance to ensure that patients are recognized as individuals.
Remember, the best word of mouth meets these three qualifications:
- It’s specific.
- It’s unique to you and your practice.
- It conveys your desired message.
Practice the brilliant basics
When establishing your ideal method of word of mouth, you want to make sure you’re communicating the benefits of your practice. This is easier than it sounds. Sometimes the biggest benefits of your practice can be generated from the basic principles of your business. These vary by individual case, but common basics worth bragging about include punctuality, courtesy, kindness, and going the extra mile for your patients. One of your pursuits outside the office might be worth noting, too. Do you have a hobby you’re passionate about? Maybe you’re involved in the community or practice volunteer dentistry. Whatever you are enthusiastic about, you can brag about it to your patients to foster a greater sense of community.
What about asking patients for referrals and reviews?
The key here is flexibility. You need to have a plan for requesting these reviews, but also be aware of those spontaneous moments that form a greater connection. These spontaneous moments may stem from a patient giving a compliment about some aspect of their care, saying thank you, or showing some other form of appreciation. Generally speaking, follow the law of attraction—in other words, ask for reviews from the patients you’d like to see more of in the office.
Here are some other effective strategies to solicit positive reviews from your patients:
- Ask them what the best part of their visit to your office is.
- Encourage them to share their experience so that other people can benefit from the service they received.
- Phrase your request in a way that you’re asking the patient for a favor.
If the patient does leave a review, make sure to note it on their chart and mention it and thank them for their feedback at their next dental appointment.
Can you reward reviews and referrals?
In other industries, businesses offer cash or a discount for existing clientele who bring in new customers. Make sure to check with your state association. Many states consider these incentives to be inducements and thus prohibited. Typically, online review platforms also forbid online reviewers from providing compensation for feedback. An incentive system also can cheapen the relationship between you and your patients. We believe that recognition represents a better method of enticement than incentives: acknowledge their feedback with a thank-you or a hand-written note. This care and consideration can go a long way.
Building strong patient communities
Maybe you like the idea of establishing a strong system of communication for reviews and referrals but have no idea how to put it into practice. At Bryant Consultants, we use our industry expertise to help dentists accomplish objectives just like this. We recognize the challenging times that practice owners currently face; that’s why we now offer a free one-hour consultation. Schedule yours today by calling (877) 768-4799. And to keep up with the latest news and updates, be sure to follow us on Facebook and Instagram.
